U.S. cattle industry pushes for stricter labeling on lab-grown meat and plant-based protein

Labeling regulations for alternative protein products

Proposed labeling under the FAIR Labels Act

The US National Cattlemen's Beef Association (NCBA) recently reaffirmed its support for the FAIR Labels Act to establish mandatory labeling standards for alternative protein products on the market. Under the proposal, cell-cultivated meat products must clearly state "cell cultivated protein", while plant-based products must be labeled "plant based alternative protein". The NCBA argues that many companies are exploiting terms like "meat" or "beef" to market alternative products, creating a risk of confusing consumers and directly impacting the traditional cattle industry. The organization emphasizes that the word "beef" should only be used for products derived from cattle raised on farms and ranches.

According to a consumer survey conducted by NCBA, 74% of respondents said clear indications are needed to distinguish cultured meat from conventional meat when purchasing protein products. Another survey of more than 1,800 consumers revealed that nearly two-thirds of respondents had mistakenly believed that some plant-based meat products contained real beef or animal by-products. The U.S. cattle industry is concerned that the rapid rise of alternative protein products could dilute the brand value of conventional beef built over decades. Agricultural associations also argue that a lack of transparent labeling makes it difficult for consumers to identify the origin of their food, especially as the cultured meat market expands driven by technology investments and private capital.

Beyond commercial competition, the NCBA also emphasizes fairness for farmers and ranchers. The organization argues that the beef industry must adhere to a series of stringent regulations on quarantine, traceability, and food safety, while alternative protein manufacturers still operate within an incomplete regulatory framework. Livestock producers are also lobbying the U.S. Department of Agriculture (USDA) and the Food and Drug Administration (FDA) to collaboratively establish a unified standard of identity for the entire alternative protein product category to curb misleading marketing in the marketplace.

The debate over how to name and regulate cultured meat is expected to have far-reaching impacts on the livestock industry, agricultural supply chains, and US food policy for many years to come.